1985 was the height of the British home computer scene; an era of games delivered on cassette tapes by young coders producing innovative titles straight out of their bedrooms. Among the most notable of these developers were Ultimate, already responsible for ground-breaking titles like Jetpac and Knight Lore – but the studio’s founders weren’t about to rest on their laurels. 

This was the year that Ultimate co-creators Tim and Chris Stamper would form Rare – an ambitious new studio intended to focus on dedicated video game consoles, which had already established themselves in Japan and were about to take the rest of the world by storm.  

2025 marks the 40th ‘Ruby’ Anniversary of that bold endeavour, and Rare’s inviting everyone to join the celebration of this impressive milestone, offering free gifts, discounts and plenty of swag to claim in their shared-world pirate adventure, Sea of Thieves. 

Pictures, Plaques and Pressings 

Celebrations begin today, August 4, the official anniversary date, with the unveiling of a heritage plaque at the site of Ultimate’s first home in Ashby-de-la-Zouch. For those not within striking distance of the English Midlands, however, there are new gamerpics and an Xbox dynamic background (above) starring a who’s-who of Rare characters old and new. 

Fangamer are marking the occasion with a range of retro Rare merchandise, including a varsity hoodie, wireframe logo T-shirt and commemorative ruby pin. There’s also a limited edition wireless controller being unveiled courtesy of 8bitdo, shining in the studio’s signature colours and officially licenced by Xbox and Rare.  

Meanwhile, iam8bit will be opening pre-orders for their freshly-announced Rare 40th Anniversary vinyl collection later this week, while Evercade enthusiasts can look forward to a new cartridge collection of twelve vintage Rare titles spanning home computer, console and arcade. 

A huge heritage sale in Sea of Thieves’ Pirate Emporium begins on August 6, offering discounts on items inspired by classic Rare games, and beginning tomorrow, Xbox Game Pass Ultimate subscribers will be able to claim an exclusive Rare Ruby Emote as a Perk for use in-game.  

Ruby Rewards on the High Seas 

The party really starts in Sea of Thieves when its latest Season, Smugglers’ Tide, arrives on August 14, bringing even more anniversary antics in its wake. For a limited time, select Ancient Coin Packs acquired by spending Microsoft Rewards points will come bundled with a Rare Ruby Hat, which can also be earned via the Microsoft Rewards app. 

A 40th Anniversary bundle of cosmetics will be arriving on storefronts at the same time, while pirates logging into the game before the month is out will receive the Rare Ruby Eyepatch. An array of ruby-themed items will be arriving in the Outpost shops, while the Pirate Emporium plays host to the limited-time Ruby Reaper’s Mark sails and offers a Seasonal Plunder Pass, featuring Rare Regalia items with a similarly scarlet hue. 

Community Spirit 

Rounding out August with one last anniversary hoorah are Twitch Drops and Sea of Thieves’ Season 17 Community Weekend, which begins on August 30. Taking part will award players with the Community Weekend flag and Paper Cutout Emote, there’s a Ruby Legend Figurehead to earn from a global community goal, and there’ll be group activities like photo walls and Pop-Up Plunder to enjoy, too. 

There’s all this and more besides, including an updated Rare All-Stars EP hitting Spotify on August 15, so be sure to keep tabs on Rare’s social channels for the latest and be sure not to miss out — you only turn 40 once!